This iconic brand was planning its next step and needed support in shaping its communications. Informed by its heritage, we developed a cinema-inspired creative platform that could be adapted and scaled, preserving elegance for the next generation.
How do you build a legendary global brand without a major ATL campaign? IHG Hotels & Resorts acquired a majority stake in Regent Hotels and Resorts in 2018 and had ambitions to expand the portfolio across leading locations worldwide and reaffirm its luxury positioning. It needed help translating the brand strategy into a practical creative platform that would grow with it.
This project demanded a careful balance of vision and pragmatism. Our hand-picked team of writers, designers and planners knew the world of luxury hotels inside out. With a client-side perspective focused on real results, we devised a platform rooted in a big idea: ‘Regent Presents’.
Digging into the brand’s heritage, we found an opportunity to do things differently, through storytelling. Inspired by the brand’s cinematic connections, our big idea cast every guest as the protagonist in their own story. With visual and verbal templates, the platform championed elegance and helped guests imagine the experience. It was a solution that could flex across channels and be adapted locally.
Our commitment to the long-term vision is reflected in our on-going partnership with Regent Hotels and Resorts to deliver content and bolster internal capabilities across a wide range of campaigns and initiatives.